AAM Summit Speakers

Jeff Antaya

Plante Moran

Maximizing Your CRM Investment
Tuesday, June 9
2:55pm - 4:10pm

Who are the user groups in a CPA Firm and what do they need?


Burt Bierman

The Rainmaker

Becoming Customer and Prospect
Tuesday, June 9
9:55am - 11:10am


Sarah Cirelli

WithumSmith+Brown PC

Video Strategy to Break Through Your Marketing Barriers - Why the How-To's Are Not Enough for 2015
Tuesday, June 9
4:40pm - 5:30pm

There's no secret that a top marketing trend has surfaced - video marketing. In 2015, it's no longer enough to simply create video content. Now, professional service firms are faced with the ever-apparent hurdle of making content that is relevant, valuable and interesting (dare I even say entertaining) at the same time. Let's face it. We still want to read the books with the pictures. As more and more professionals catch on, content must also be unique and break through the noise to be successful.

Guess what? It can be done.

More and more viewers are using iPads, mobile devices and their laptops to watch their content. In order for firms to compete, video-marketing strategies must be included in their marketing mix.

We know that consumers are consuming video content quickly and aggressively – binge watching full seasons of shows on Netflix, viewing cat videos on YouTube, or sharing quick videos on Vine, Instagram and Snapchat. How are firms breaking through reaching this audience? Video marketing.

Online video users are expected to double to 1.5 billion in 2016. Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. 76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos. (Digiday)

In this session, you will learn what goes into a unique and successful video marketing campaign from inception to execution. Brought to you by the "accounting firm gone viral," this energetic and creative session will leave you inspired to take your video marketing to the next level.

Video Marketing takeaways:

  • Strategy and message inception
  • Content, culture and brand consistency
  • Gaining buy-in from power players
  • Getting participation
  • Culture control
  • Preparation, organization and planning
  • Setting and maintaining a budget
  • Legalities (copyright and piracy issues)
  • Review and editing
  • Getting the most mileage out of created content.

Wade Clark

New Vision Advisors

Fostering Growth with Efficient, Effective Business Development
Sunday, June 7
1:00pm - 4:00pm

Growing successfully isn't an overnight miracle. In the accounting ecosystem, it takes focused, strategic business development, integrated with marketing plans. Learn best practices that will support and create successfully aligned business developers, marketing leaders, and partners/professionals. Whether you're a business developer, marketer or partner you'll leave with some practical tips on how to improve BD at your firm. This session will have a segment directed at each role. Bonus take-away: practical BD souvenirs to take home, such as tips on creating a sales culture and a sales management primer for managing partners.


Amy Dorek

Akina Corporation

Beyond Solutions: Selling When Your Prospect Isn't Ready to Buy
Monday, June 8
3:45pm - 5:00pm

Traditional solution selling models teach us that before you can "close the deal", you have to find a client's urgent want or need and offer a solution to solve for it. But what happens when you are pursuing new business with a prospect, and there is no legitimate, urgent want or need? What do you "sell" when a buyer's not ready to buy?

Whether you are a sales professional or a partner in an accounting firm, it's undeniable that the ability to bring in business is among the most highly valued skills. Selling can be uncomfortable for you and the client when there is too much "what's in it for you" and not enough of "what's in it for them". What if there were a way to share your wisdom and insights to build a client's trust resulting in them asking you to help them with their problems… or in other words, they sell themselves on why they want to work with you?

The audience will learn how to leverage Messaging, Authentic Reasons, Definitive Next Steps, the Core 4 for Preparation, how to close through the 6 Qualifiers, how to leverage SuperFans and how to Package Wisdom and Insights in ways that make the Ask with authenticity.


Johnathan Ebenstein

Skoda Minotti

Accounting Today's top 135 Firms: Website Audit Findings

Does Your Website Stack Up? CPA Website Survey Findings Revealed

Tuesday, June 9
2:55pm - 4:10pm

 

Blogging. Social media. Marketing automation. Responsive design. The list of the latest website “must-haves” goes on and on.

While many of these elements can contribute to turning your website into a lean, mean, lead generating machine, we wanted to find out: What tactics are the top CPA sites in the industry actually implementing? Who’s using these website elements, and more importantly, is it leading to an increase in traffic?

We took an in-depth look at the websites of the top 135 firms in the country and measured more than a dozen different factors and features, including:

  • Overall Traffic Rank
  • Number of Indexed Pages
  • Number and Quality of Inbound Links
  • Facebook Fans/Twitter Followers
  • Responsive Design
  • Blog Implementation
  • Premium Content/Lead Generation
  • Marketing Automation Implementation
  • Video/Audio
  • E-mail Marketing Programs

Did you know that more than 64% of the top CPA firms are blogging? Are you? Insights such as these will make it abundantly clear if your firm’s website is ahead of the curve, behind the curve or off the graph entirely.

Attend and be among the first to receive the complete results of the survey.


Nancy Fox

The Business Fox

Fill the Room (With the Right Attendees), Show High ROI From Firm Events
Monday, June 8
3:45pm - 5:00pm

Firm marketers rely on events as a key piece of their marketing mix. The best programs feature high impact speakers and great content. However, events are only effective if you drive the right audience through the door. Marketers need to use the right mix of social media, promotion, email campaigns and other methods to encourage people to come hear what you have to say.

Marketing expert, Nancy Fox, of The Business Fox, will share best practices for filling the room at your events with the best attendees and proven techniques for higher ROI.

Attendees will learn:

  • How to identify the right themes and topic titles for high-attendance events
  • A four Step "I" Process For Filling The Room With The Ideal Attendees
  • Promotion of events via social media and other techniques
  • How to cull the right mailing list
  • Different categories of events to accomplish specific goals
  • How to engage firm members to personally promote the event
  • When to partner with other firms or organizations, and selecting the best ones to ensure the greatest event success.
  • The After Party: Follow up techniques that open new business opportunities, engage partners and firm professionals, and help marketers measure tangible success
  • Setting the stage for future events - how to leverage each event for future results, referral opportunities, and firm visibility.

Attendees will leave with a Fill The Room Workbook and a complimentary Event Follow Up Tracking Template.

This session will arm attendees with the tools, templates, and strategies to hit the ground running with successful events to promote new business throughout the year.


Lee Frederiksen

Hinge

Spend Smarter, Grow Faster: Insights from the 2015 AAM/Hinge Marketing Budget Benchmark Study
Tuesday, June 9
11:20am - 12:35pm

The world of marketing for professional services is undergoing a revolution, and a traditional marketing budget is no longer sufficient for firms looking for high growth opportunities.

In the debut of the 2015 Marketing Budget Benchmark Study, Hinge Marketing and the Association for Accounting Marketing conducted a brand new research study to better understand accounting firms' marketing spending and organic firm growth. Last year's benchmark study revealed striking differences in how high and low-growth accounting firms both allocate and spend their marketing budgets. We expect that the updated study in 2015 will uncover more meaningful insights for accounting firms. In this presentation, we'll share findings from this research on budgeting and accounting marketing.

Learning Objectives:

  • Learn how high growth firms have repositioned their marketing dollars to drive organic growth and take away actionable tips to help your accounting firm build a better marketing budget.
  • Learn the emerging trends that are shaping accounting marketing and how to develop forward-looking budgets for the future.
  • Learn how your accounting firm's marketing budget stacks up against firms of a similar size and geographic location.
  • Learn how to use this research to build support among your leadership team.

Key Takeaways:

  • Recommendations for how accounting firms can reallocate their marketing budgets to capitalize on the findings of our research.
  • How to use this research to build support among your leadership team.
  • The emerging trends that are shaping accounting marketing and how to develop forward-looking budgets for the future

Sally Glick

Sobel & Co.

Making the Case: Marketing IS Essential
Monday, June 8
10:15am - 11:30am

In this interactive session designed for beginning and intermediate level marketers, two seasoned pros, Jamie Thomas and Sally Glick, will share their experiences and their methodology for embedding a marketing and business development culture in their firms.

Recognizing that marketing has been 'late to the game' within the professional services industry, it has been quick to establish itself as a major contributor to the growth and sustainability of accounting firms of all sizes. Both Jamie and Sally have been recognized as CCH Accounting Marketers of the Year and both have been elected as partners in their firms. Both have served as Presidents for AAM and Sally is in the AAM Hall of Fame. Their insights are practical and realistic and they will provide a playbook for success, reflecting their own journeys.

Objectives: Participants will be exposed to a hands-on learning workshop to help them apply the approach that Jamie and Sally have used throughout their careers to overcome resistance, create a marketing culture in their firm, gain strong partner buy-in and demonstrate that marketing must be acknowledged as a part of the firm, not apart from the firm.

Take aways: Marketing IS essential and they will share their perspectives to help other marketers help their firms generate consistent growth through effective branding and strategic marketing communications! Practical tactics will be demonstrated in an informal and participative environment.


The Marketing Director's Role with Mergers & Acquisitions
Tuesday, June 9
2:55pm - 4:15pm

Merger activity has been widespread in the accounting profession for the last several years and it continues to have extensive impact across firms of all sizes. Attendees at this presentation will gain a deeper understanding of the important role that marketing plays in the process. Marketers who are included during the pre-planning, roll out and follow up stages can ensure a positive, seamless process. Whether communicating with staff, clients, centers of influence or the community at large, marketers are the professionals with the skills to develop the most effective message. But after the dust settles, the marketers can have a significant responsibility in shaping the newly emerging culture that will result from the integration of the firms.

Join us to learn more about best practices that you will be able to apply to your own situation!


Rachel Gold

Ingenuity Marketing

Content Schlock: Personalizing Marketing Information for Short Attention Spans
Tuesday, June 9
1:30pm - 2:45pm

You've got five seconds. Wow us or we're gone. The amount of content an average person wades through each day is staggering. Getting your information to register with prospective clients, clients and referrals (let alone act on it) seems almost impossible. Inspired by Mark Schaefer's virally famous marketing term, "content shock," this interactive session will give you ideas to personalize and present your content to get noticed and get action. Get past the "schlock" and create relevant content in the right channels — or why do it?

Objectives: Examine today's content shock as experienced by every person who might buy your services Identify new methods to personalize and place content that gets noticed and acted upon Discuss schlocky content that is a waste of time and energy

Major Takeaways: Hot content techniques for 2015 Tips to personalize the communications experience for prospects, clients and referrals Tracking methods to ensure your content is getting results.


Michelle Golden

Kennedy & Coe LLC

Pricing Right: Executing profitably when you price in advance
Monday, June 8
12:30pm - 1:45pm

How should you package and sell knowledge? Is your firm paid what you're worth? Do you routinely get clients to buy a premium offering instead of entry-level services?

This session prepares you to begin developing a core competency in pricing and positioning your services.

Commanding better prices and greater profits requires a new set of skills and Michelle Golden shows you how to build them. To get you well on your way to honing pricing skills, this session covers three big pricing and profitability concepts:

  1. Learn the various pricing types and when to use which
  2. Understand how presenting options helps you reduce your pricing risk while also enabling buyers to feel a sense of control in their purchase
  3. Identify key areas of profit risk and see how to address each.

Marketers and other attendees walk away with methods and tools for introducing others in the firm to pricing approaches that affect positive change. With these approaches, your practitioners will learn how to view your "worth" differently and get better at discussing it. Clients benefit from a greater sense of control, awareness of the benefits of working with you, and having clearer expectations of what your work will and will not encompass.


Christine Hollinden

Hollinden

2014 Professional Services Marketing Report: How does your firm compare?
Monday, June 8
2:00pm - 3:15pm

Does your firm have an active, consistent marketing effort? How much does your firm invest in marketing compared to others in the industry? To be truly competitive, you have to know your stats. In this session, Christine M. Hollinden, CPSM, will discuss the results of the 2014 Professional Services Marketing Report, revealing the views and challenges of more than 400 professionals on marketing in the accounting industry. You'll leave this session with the latest industry research and key takeaways to make sure your firm is making the most of its investments and initiatives.

Learning Outcomes:

  • Review the statistics to learn how your firm's marketing ranks in comparison to other Accounting firms.
  • Identify key strategies and skills to take your marketing efforts to the next level.
  • Leave with steps to help your firm's marketing efforts achieve your goals.

Jason Jobgen

BKD, LLP

A Foot in the Door: Leveraging Special Projects to Land New Clients
Monday, June 8
12:30pm -1:45pm

How do you convert a prospect to a client? In this presentation, Business Development Executive Jason Jobgen will walk you through the process of mining small, low risk/high value projects you can market to prospects that will help you build a strong relationship and land larger, annuity engagements.

Participants will:

  1. Learn how to target prospective clients who qualify for special projects
  2. Learn how to uncover special project opportunities during initial meetings with prospective clients
  3. Learn how to propose special project work to companies that are not your traditional client
  4. Learn how to leverage your new client relationship into additional opportunities.

Participants will leave this personation with a "cheat sheet" which includes ten special projects an accounting firm can provide and how to identify each opportunity.


Sarah Johnson Dobek

Inovautus Consulting

Content Marketing Panel
Monday, June 8
12:30pm - 1:45pm

Content marketing is at the top of every firm's marketing plan. Getting CPAs to write, managing your risk and coming up with a process that firms actually follow is easier said than done. Hear from three CPA firms and how they implemented process in their firms. Learn what works, what doesn't and the keys to getting adoption with your content development process.

  • Content marketing process- how it really works in firms
  • How to use outside writers
  • How to ensure this is strategic and the use of content calendars
  • How marketing is actually facilitating and overseeing this process
  • How they rolled this out to get adoption in their firms.

What's Your ROI?
Tuesday, June 9
1:30pm- 2:45pm

Many firms are actively involved in marketing, but most aren't measuring it. Being able to see where you are doing well and were you could improve are keys to driving positive growth in your firm. We will show you how to measure some of the most common professional service marketing activities - like web, social media, sales, communications, client loyalty and more. We will also show you how to create a dashboard and how to interpret some of the data.


Damon Jones

Miller Heiman

Winning New Business: Observations from Firms in Growth Mode
Monday, June 8
10:15am - 11:30am

A full report on business development trends in over 1,000 global organizations: leading sector in our annual study (the largest of its kind) has been Professional Services the past several years: we will leverage this specific Professional Services experience for your audience:

  • How the BD function is changing at a firmwide and individual level
  • Differentiating in a crowded marketplace

Major takeaways:

  1. Ideas for firm collaboration and Cross-Selling
  2. Specific action steps on an individual basis that can strengthen 2015 pipeline in the areas of
    (a) audit
    (b) tax, and;
    (c) management consulting
  3. How to get started with your own self-assessment of business development.

Mike King

Plante Moran

Standing Out from the Crowd: Proposal and Pursuit Best Practices
Tuesday, June 9
1:30pm - 2:45pm

The presentation will discuss the fundamental principles of proposal management and industry best practices. Topics will include:

  1. Key questions to ask, both internally and externally
  2. Win themes and messaging
  3. True differentiators vs. LMO (like many others)
  4. Project management with internal clients
  5. Technology tools.

Jack Kolmansberger

Herbein + Company, Inc.

Leading the Pipeline Process at Your Firm
Monday, June 8
2:00pm - 3:15pm

If You're Not Growing, You're Shrinking!

Pipeline management is an important part of the marketing function at CPA firms. Knowing what to measure and what it all means can present a challenge. We'll discuss the four buckets of revenue and what they tell you about your marketing efforts and the overall health of your firm.

Using interactive discussion and surveying, we'll start address best practices including pipeline meetings, format, and coding. We'll develop an understanding of what goes into the pipeline, and then conclude with the reports your pipeline should generate. I'll share my pipeline template with all attendees who would like to receive it.


Art Kuesel

Akina Corporation

Turbocharge your Growth by Building your own Rainmakers
Tuesday, June 9
4:40pm - 5:30pm

Growth for many firms is not sufficient to fulfill succession planning needs. And, dissecting the anemic growth numbers in some firms has them asking how can I drive more growth? What if they could build rainmakers from the ground up? Attend this session and learn how some firms have already begun to turbocharge their growth by building their own rainmakers. Attendees will learn about ten key strategies that can be implemented within firms that help the current professionals become more effective in business development. And attendees will walk away with practical ideas that can be applied in your firm immediately to produce results.


Jessica Levin

Seven Degrees Communications

Growth Through Niches Panel
Monday, June 8
3:45pm - 5:00pm

Area to ensure panel covers include:

  • key tips in developing a new niche
  • new ideas for old niches
  • marketing directors responsibilities within niche
  • developing the niche internally (staff, etc)
  • developing marketing content for niches.

I'll Take Marketing Technology for $1000, Alex!
Wednesday, June 10
9:30am -10:45am

A facilitated discussion and interactive session (presented partially in a game show format) where participants will learn about new technology tools to improve efficiency, take advantage of the latest marketing trends, and multitask at a maximum level. The group will also share their top tips so that attendees will leave with a few great ideas they can use back at their firms.


Dave Maney

Deke Digital

Inbound Lead Generation Using Social Media
Tuesday, June 9
9:55am- 11:10am

How to generate high-quality accounting services prospects by bringing together high-quality content, powerful paid social media promotion & analytics, and active human intervention.


Kathy McRea

KKMb2b

Integrating Telemarketing into your Acquisition Strategy
Tuesday, June 9
4:40pm - 5:30pm

Post-acquisition, your front line of sales will face predictable questions from both existing clients and targets. The telemarketing team is unmatched in its ability to quickly reach clients and targets and deliver information on a personal level. Integrating them into your strategy can quickly remove market confusion, stabilize and accelerate growth momentum, and solidify the new brand image.

Brand Confusion:

  1. What do I call the new company
  2. How do you explain the merger
  3. How to handle negative comments

Stabilize Growth Momentum:

  1. Merge CRMs (many targets are now clients)
  2. Eliminate duplicate targets
  3. Reprioritize

Solidify the New Brand Image:

  1. Solidify New Name
  2. Deliver New Contact info/titles
  3. Deliver New Collateral

Phil Nugent, J.D., M.B.A

NCG Strategic Marketing

LinkedIn In Depth for Accountants: Why LinkedIn Is Critical for Your Business Development, and How to Use it Professionally, Efficiently and Successfully
Wednesday, June 10
8:00am - 9:15am

LinkedIn is truly an amazing tool, and yet it is underutilized by many who don't understand how to properly and fully use all the functionality and resources it offers.

My presentation is designed to correct this. The session will provide both the high-level strategy as to how users should approach LinkedIn, as well as the in-the-trenches tactics that most users don't know, so that attendees can take full advantage of all the tools LinkedIn provides those who are serious about business development.

There are three main learning objectives. First, I'll discuss why LinkedIn's global database of over 313 million businesspeople is such a valuable and truly unprecedented resource for accountants today. Second, I'll cover why one's LinkedIn profile needs to be much more than just an online version of their resume. And third, I'll review best practices for using LinkedIn in a professional and ethical manner, and how to do so in a way that does not take up all of an accountant's time.

Attendees' takeaways will include:

  • Discovering how to use all of LinkedIn's available functionality, instead of just the 25-50% that they may be using today;
  • Gaining a detailed, step-by-step guide to crafting a complete and compelling profile that will leverage LinkedIn's Search algorithm to position their profile in front of many more people than before.

Becoming more comfortable – and more successful – using LinkedIn because they will have learned best practices for:

  • Customizing their security and privacy settings
  • Making the most of the Advanced Search capabilities
  • Managing their invitations and building a large network
  • Handling endorsements and recommendations

The presentation also will include an overview of the more advanced uses of LinkedIn.

Chris Perrino

Barnes Dennig

Seven Sales Habits of Highly Effective Professionals
Tuesday, June 9
11:20am -12:35pm

This presentation will help marketing directors and business developers recognize good approaches and identify potential problems that may be encountered when professionals are in the role of "seller." The key deliverables will be the simple, straightforward concepts noting good habits and solutions that will be provided so marketers and business developers can coach professionals through the obstacles and on to higher performance in the new business realm. The format will incorporate numerous real-life stories to illustrate the points. The stories are based on the presenter's experience during 17 years attending prospect meetings.

Here are brief overviews of the 7 sales habits and the solutions:

  1. Understanding of the anatomically correct theory of sales – using our two ears and one mouth in that ratio. Coaching professionals to embrace this habit can be a challenge and it must be reinforced before and after every prospect meeting – just like a pitching coach visiting the mound in the middle of a game. I will tell several true stories of professionals who have cut off prospects in mid-sentence or cut short a prospect's answer when he or she was telling us crucial info.
  2. Presentations that are long on relevant, actionable ideas. Ideas are the currency of the CPA profession and they need to be offered from the first prospect meeting to the last day we're engaged by the client. Sometimes professionals miss the mark and talk about when the firm was founded, enumerating each niche of the firm and have been known to mention that hours are our only inventory – these don't resonate well with the prospect. The key to encouraging sellers to start solving problems and offering ideas is to point them to client satisfaction survey data. In our surveys, one of the most common themes is clients requesting more, relevant ideas to save taxes and improve business performance.
  3. Communicating in plain English – Professionals who can translate the latest missive from GAAP, FASB and PCAOB into brief sound-bites about what it means to private business owners are winners. Too much jargon, too much accounting-ese (or tax-ese) can give the wrong message. Every business has jargon and TLAs (three letter acronyms) and CPA talk is confusing and irrelevant to most anyone outside public accounting. One way to help professionals grasp the importance of speaking in plain English is to turn the tables on them by talking in marketing jargon. Raise awareness of this by hitting them rapid fire with SEO, CRM, PPC, BEO – or just make up some TLAs – and you'll help them gain an appreciation for how overly complicated basic communications can become.
  4. Polite persistence – Getting in front to prospects is tough and professionals can struggle with it. Professionals are used to contacting their clients and getting a returned contact in a few minutes or an hour. When venturing through the looking glass and into selling mode, one contact sent to a prospect is like 10 sent to a client! As a result, busy professionals can lose track of the need to attempt to connect persistently or, even worse, can become hurt or annoyed! A sales coach can help by explaining that persistence is part of the process of impressing on prospects that we really have something valuable to say!
  5. Stories from the trenches build credibility. Prospects want to know that the professional in front of them has solved problems just like theirs with companies just like them. Studies show that stories are an important part of the human experience from the dawn of time – we're talking caveman era! Tapping into the primal interest of people to learn by story-telling is important to winning in the sales world. Holding a story crafting workshop and having the marketing department document stories as they happen are good ways to reinforce good habits.
  6. Communicating ideas in person. This is an important point and busy professionals can find it to be challenging. As Gale Crosley put it so well, "the proposal is not a sales event." She goes on to note that the proposal only documents ideas that have been discussed and agreed to in person during the sales process. Yet, professionals have been known to elevate the effectiveness of 20 pages of bound paper to near-mythical status. As the accounting marketing sage, Janet Buckstein was heard to say, "meet more, write less." Professionals need to be educated on the real role of the proposal – the trump card involves asking them when was the last time they read a 20 page proposal?
  7. Speaking definitively and with authority. It's been said that people focus less on what you say than how you say it. Strong sellers know this and they give prospects their well-supported point of view with maximum eye contact and a tone of voice that conveys they know what they're talking about. Professionals who use "weasel words" and hedging phrases may plant seeds of doubt with the prospect that the professional has the experience, knowledge and drive necessary to solve their problems and make their life easier.

Dr. Anne Perschel

Germaine Consulting

Winning the Women's Market
Wednesday, June 10
8:00am - 9:15am

Women make up approximately 48% of current accounting graduates. Women are also earning the bulk of advanced degrees in many other professions and becoming decision makers your firm will want to influence. They are also starting their own businesses at a much greater rate than their male counterparts. These statistics translate to new business development opportunities and talent for your firm. Are you ready? Do you know how to attract and maintain gender diverse talent and clients? In this workshop you'll view your firm from the perspective of professional women who are potential clients and employees. You'll learn what you're doing well and what you need to do differently to win with both audiences.

Your Takeaways:

  1. Understand why this market is important to your firm's growth
  2. View why your firm appeals, or doesn't appeal to women clients and employees
  3. Learn 3 things your firm can do to win the women's market

Jennifer Shirkani

Penumbra Group Inc.

The Science Behind Star Performance
Wednesday, June 10
8:00am - 9:15am

Somewhere along the line, while climbing the corporate ladder or growing their own company, ego takes over and business owners and senior executives lose the Emotional Intelligence (EQ) that keeps them connected to their workforce and grounded in the day-to-day realities of their business. The risk of falling into "ego traps" increases, hurting the business and threatening their hard-won success. EQ refers to a skill set that includes an ability to recognize one's own impulses and moods (self-awareness), the ability to read situations accurately (empathy), and the capacity to respond appropriately depending on the situation (self-control). By contrast, ego is characterized by a high degree of self-absorption and exaggerated sense of self-importance. In other words, EQ and ego are mutually exclusive.

So, how can otherwise brilliant leaders keep from succumbing to self-sabotaging, ego-driven behaviors? This presentation defines and provides strategies for increasing Emotional Intelligence (EQ), particularly for executive "C-suite" leaders and company founders with high technical competence. The session explores the critical role Emotional Intelligence plays in business performance and provides the audience with practical tools for raising their own EQ-possibly the most important exercise an executive leader can do to ensure a prolonged career and catapult the business to the next level.


Brian Swanson

FlashPoint Marketing

Top 5 Strategies for Using SEO & Google Analytics
Monday, June 8
10:15am -11:30pm

Many organizations execute their PR activities just because they feel they "have to." Some may do things this way, but very few sound business decisions are made with such a lack of strategy. Discounting PR's potential is an unfortunate attitude– because when used proactively, PR can help generate new business, drive increased website visits and help deliver and reinforce key messages to your most important audiences.

The new rules of the ranking game have made the relationship between PR and SEO only grow stronger. So, what can you do to make Google happy and how can PR and SEO work together to help meet the marketing goals and objectives of your firm?

This session will explore some of the most essential and timely skills needed of today's marketing and PR professionals, as well as explain the importance of the relationship between PR and SEO, how they can work together in a symbiotic relationship leading to new content, better publicity, new business and growth of your Firm's bottom line. We'll explain how to make the relationship work and offer some quick tips and hacks to keep in your marketing arsenal.


Katie Tolin

BDO

Making Your First Year Magic
Tuesday, June 9
9:55am - 11:10am

Whether you're new to the industry or recently changed accounting firms, your new position can feel a lot like drinking from a fire hose. With so many people reaching out for help, numerous opportunities to create change and your own vision for the position, where do you begin? Having recently switched firms, Katie Tolin will share examples from her first year that will help you build credibility, develop relationships, analyze your current state and implement a strategic marketing plan. From budgeting to brand understanding, from staff restructuring and training to internal politics, from marketing material inventory to moving to a digital platform, you'll learn what worked and what didn't. Most importantly, you'll have a checklist of things for your consideration and tips to aid your implementation.

Attendees will walk away knowing:

  • How to understand your firm's culture
  • Why it's important for you to have an early win
  • When to stand up and when to back down
  • The one question you need to ask to ensure your success

Stephen White

Greenfield Belser

Branding Magic - A Panel Discussion
Tuesday, June 9
11:20am - 12:35pm

AAM Award winners share insights from their branding campaigns.